The name Lewis Hamilton has long been synonymous with Formula 1 excellence. Now, as the recently appointed star of Ferrari’s team, this legendary driver is steering his career in a thrillingly novel direction, marking his illustrious entry into the collectibles market with a partnership that’s bound to fuel fan fervor. Hamilton’s new alliance with Fanatics Collectibles isn’t just another step on the racetrack; it signals a remarkable new journey set to turbocharge the adrenaline-inducing world of racing memorabilia.
In a surprising yet exciting twist, the seven-time F1 World Champion Lewis Hamilton has inked a multi-year deal with Fanatics Collectibles. Just as Hamilton begins his first season in Ferrari’s captivating shade of red, this shift from his 12-year alliance with Mercedes is more than symbolic. It’s a fresh start that comes with the tantalizing promise of exclusive memorabilia and trading cards under a new autograph agreement with Topps—a company that Fanatics snapped up in a strategic acquisition last year.
This dynamic partnership ushers in a new era of trading cards, where Hamilton’s authenticated signatures will grace Topps-produced releases alongside pieces of his race-worn gear. Once a part of Topps’ general F1 lineup, Hamilton now enjoys the power to steer the creative vision of his card designs. Even better, this arrangement includes a philanthropic angle, allowing a portion of proceeds to benefit causes close to his heart.
Hamilton recently graced the grand opening of Fanatics Collectibles’ flagship store on Regent Street in London—a ribbon-cutting ceremony that wasn’t just ceremonial but historically symbolic. The opening heralded the unveiling of his one-of-a-kind Topps Chrome F1 card. Wearing Ferrari’s colors, this card is etched with a heartfelt “Forza Ferrari” inscription. It’s a piece of history, with only five red-parallel copies available, and collectors around the globe are already yearning to add them to their prized collections.
The world of trading cards has evolved into a hotbed of cultural and financial excitement, thanks in part to Topps securing the rights to F1’s trading cards and stickers in 2020. Netflix’s “Drive to Survive” series has amped up public interest in F1, while the pandemic-era frenzy for trading cards has morphed into a fever pitch. Among the most precious of these treasures, eight Topps F1 cards have exceeded $100,000 at auction, with Hamilton’s rare 2020 Chrome Superfractor card setting the stage by eclipsing the million-dollar mark in 2024. Meanwhile, his non-autographed Superfractor achieved a staggering $900,000 in May 2022, and the 2020 Chrome Sapphire Padparadscha 1/1 pulled in $740,000 by September of that year.
Prior to leaving for the Miami Grand Prix, Hamilton took time to speak with The Athletic, recalling a childhood steeped in the joys of collecting. He fondly recounted how, as a young boy, he diligently spent every spare penny on Premier League stickers, trading packs with friends, dreaming of a day when his own memorabilia would someday cultivate charitable contributions. His interaction with fans in the London store served as a poignant reminder of the broader connection he shares with his followers. Hamilton chuckles at an unforgettable interaction with a fan who, like him, grew up with both Arsenal and F1 in his daydreams. Their shared narratives bind them to a greater narrative Hamilton deeply treasures.
When probed about his most cherished keepsakes, Hamilton points to his early yellow go-kart helmet (lovingly spray-painted by his father), his debut Monaco trophy, and the original race suit he ever wore. These early artifacts of a stellar career hold the greatest sentimental value, underscoring the noble pursuit of firsts enriching both his life and those of collectors worldwide.
Beyond his racing adventures, Hamilton nourishes his passions for art and vintage cars. But few pursuits offer him as much tranquility as appreciating the world through canvases. Sit him with a glass of wine and a thought-provoking piece by an emerging Black or African artist, and his soul finds peace, recharged in creative contemplation. Even Hamilton’s oddest autograph request—a must-have pair of tiny Japanese boxer shorts signed prominently across the back—brings him amusement. “It was bizarre,” he reflects with a gleam in his eye, “but hey, it made someone’s day!”
As for the future of trading cards, Hamilton has his finger on the pulse. New stars like Kimi Antonelli, Oliver Bearman, and Isack Hadjar are on his radar, and he’s confident the world will be watching them too. While Hamilton’s trajectory on the racetrack remains unstoppable, his foray into the world of collectibles adds yet another thrilling chapter to his extraordinary legacy. As fans clamor for a piece of history, the cards are clearly stacked in Hamilton’s favor, solidifying his stature as a modern-day icon blurring the lines between athletic prowess and cultural eminence.
